Campaign for Blu-Ray

The agency has been handed the BDA's European consumer brief to demystify the digital format and raise awareness within the film, games and music markets.

It will also manage the European press office and launch a digital comms campaign targeting social media sites.

Brands2Life director Gareth Thomas said: 'There is a misconception among consumers that the benefits offered by the step up from DVD to BD are not as great as when we switched from VHS to DVD in the 1990s.'